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December 17, 2008

Small Business Resistance to Search Ad Hype

The Search Engine Watch blog had a post today citing figures from a Microsoft adCenter survey which revealed that 59% of small businesses don’t do paid search marketing and that 90% of that number hadn’t even tried. The survey was actually news on several blogs and news sites. Some simply related the survey results; others were surprised or tried to put their own spin on the facts.
See: alleyinsider.com and Search Engine Watch for more on this story.

One of the more amusing results from the survey was that “70% of small business owners said they would rather do their own taxes than start a search marketing campaign”.

Anyone running a small business would not be surprised by the survey’s results. Google may be the dominant player in the paid search arena but is really tapping into only those businesses that can afford exorbitant per click costs. The PPC concept works well if you have the money but it hardly provides a level playing field. To tap into that vast pool of small business money, some one has to launch an innovative, new and affordable search advertising model. That might be Microsoft or a new player. Time will tell.

5 Responses to “Small Business Resistance to Search Ad Hype

    […] whole thing here. Some other blogs posting about the survey: Search Engine Watch Marketing Charts SiteProNews Of course it might be helpful if Microsoft actually released the survey (or at least a press […]

    avatar CEOmike says:

    “exorbitant per click costs” – click fraud – here’s how to get rich with adsense – put up a series of pages focused on different high PPC keywords – purchase a bunch of cheap web hosting accounts to get individual IP address (or use an university or even use email phishing) write a script to go to the adsense page and click a link once every couple of months – ergo retire in luxury.

    Big companies can’t figure out how useless PPC is and small know “in their gut” there is something wrong.

    avatar Jessica says:

    I don’t believe that anyone became rich with AdSense! I consider AdSence just another Internet experiment.
    As far as small businesses not using PPC – small business have less money to waste; the big companies have large advertising budget and can afford to try many different things.

    avatar Timpatco says:

    Paid for advertising? for sure – as soon as I run out of ideas and places where I get results for free…PPC is not on the horizon as yet..and I doubt if it ever will be,
    http://www.lannamoon.com

    I am a small biz and PPC has worked for me but only after a lot of trial and error. Error = lots of $$$. Better luck at holiday time with PPC.

    Looking for CDs to Incense and Posters to Tie Dye? Check out our hippie general store.

    http://www.sunshinedaydream.biz

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